Ms. Sina Aiello reports
MARILYN MONROE(TM) TICKET AN INSTANT STAR IN MARYLAND
Pollard Banknote Ltd. congratulates the Maryland Lottery on the spectacular success of its Marilyn Monroe instant ticket, launched on March 26, 2018. After 10 weeks, average sales of Marilyn Monroe tickets were 28 per cent higher than average sales for other $2 games over the same period since 2015, making it the third-best-selling $2 ticket since 2016!
The Marilyn Monroe ticket is available in three different scenes, each showcasing an iconic image of the glamorous star, and is enhanced with Pollard Banknote's patented Spectrum Scratch FX innovation, adding a vibrant diamond dazzle befitting the legendary performer. Serving as Lady Luck, each Marilyn Monroe ticket offers players the chance to win up to $10,000 instantly, and entry in a second chance draw for one of eight $5,000 cash prizes or an ultimate Marilyn experience in New York. The experience includes a $5,000 cash prize as well as a trip for two to the Marilyn Monroe Spa, complete with transportation, a three-night hotel stay in Times Square, $1,000 worth of spa treatments and $1,000 spending cash!
The Maryland Lottery leveraged Marilyn's strong brand appeal to generate excitement and promote the game to players and non-players alike through social media. Facebook and Twitter posts featured fun and inspiring facts about the timeless star, as well as trivia and quiz contests, such as the "Which Marilyn are you?" game, for Marilyn-themed prizes. Together with geographically based posts for the Maryland market on the official Marilyn Monroe Facebook page, the social media campaign contributed to the game's outstanding retail success and high-volume response to the second chance offering.
"We are thrilled with the performance of the Marilyn Monroe instant ticket," said John Gorman, chief marketing officer, Maryland Lottery. "This launch lent itself to an innovative digital and social ad campaign that our whole team had fun working on and the response from our players has exceeded our expectations."
"We were very pleased to work with the Maryland Lottery to produce this eye-catching ticket for their players. Our brilliant Spectrum Scratch FX innovation is a natural fit with the glamorous and elegant appeal of the Marilyn Monroe brand, and together they form the perfect pairing for retail success," said Sina Aiello, vice-president, marketing, Pollard Banknote. "Marilyn Monroe is one of our newest additions to our range of licensed games offerings, and we are thrilled to see that it is already generating a lot of excitement among our lottery partners and their players, and delivering strong sales performances in the two jurisdictions in which it has been launched."
Pollard Banknote provides turnkey solutions and customized promotional support for a robust portfolio of licensed games. In addition to designing, programming and printing the themed tickets, Pollard Banknote's integrated marketing strategies also include second-chance drawings, interactive games, retailer promotions, consumer launch events, advertising development, social media campaigns, point-of-sale materials and how to-play videos.
The Maryland Lottery and Gaming Control Agency generates revenue to help support good causes within the state. Since its inception in 1973, the lottery has contributed $15.5-billion in revenue to the state and awarded more than $24-billion in prizes to players. In fiscal year 2017, the Maryland Lottery contributed a record-breaking $1,117-million in revenue to the state, including $524.9-million in lottery profits for the General Fund, which supports education, public health and safety, and environmental preservation.
About Pollard Banknote
Pollard Banknote is a leading lottery partner to more than 60 lotteries worldwide, providing high-quality instant ticket products, licensed games, and a full suite of digital offerings ranging from game apps to comprehensive player engagement and iLottery solutions, including strategic marketing and management services. The company is a proven innovator and has decades of experience helping lotteries to maximize player engagement, sales and proceeds for good causes. Pollard Banknote also plays a major role in providing pull-tab tickets, bingo paper, and its Diamond Game- and Oasis-branded electronic ticket machines to charitable and other gaming markets in North America. Established in 1907, Pollard Banknote is owned approximately 67.6 per cent by the Pollard family and 32.4 per cent by public shareholders, and is publicly traded on the Toronto Stock Exchange.
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